Director / Senior Director, CRM & Lifecycle Marketing

Fliff•Austin, TX

2d•Remote

About The Position

Fliff unpacks sports gaming into social, free-to-play games for all types of sports fans. We've built a social sports gaming experience that allows users to compete for leaderboard positioning, to achieve badges and build their status within the game. We are pioneering play-for-fun sports gaming, with our flagship social sportsbook experience that includes sweepstakes promotions and loyalty rewards. We provide sports fans with fun, engaging, and free-to-play alternatives to real money gaming. Fliff is redefining the sports gaming experience by blending the fun of social play with the thrill of real-money competition. What began as a pioneering social sportsbook has evolved into a multi-vertical platform that is the fastest growing brand in sports gaming. As we continue to expand, we’re building a world-class ecosystem of sports gaming experiences that span social, sweepstakes, and real-money formats — giving every type of fan a way to play, compete, and connect. The Role: We’re looking for a top-tier CRM & Lifecycle leader with deep real-money gaming / gambling experience to own how we keep players active, engaged, and coming back to Fliff. This person will: Build and lead our CRM function end-to-end — from strategy to hands-on execution — across email, push, in-app, and other owned channels. Leverage cutting-edge data, segmentation, and experimentation tools to maximize retention, frequency, and LTV. Bring a deep understanding of iGaming / sports betting / casino user behavior, regulation-aware messaging, and VIP/rewards dynamics. You’ll partner closely with Product, Data, Acquisition and Growth, and Creative to build an ecosystem of always-on programs, experiments, and personalized experiences across millions of sports fans.

Requirements

10+ years in B2C CRM / Lifecycle / Retention marketing as a leader and builder of departments , with at least 4–5 years owning strategy at Director+ level.
Deep experience in real-money gaming / gambling (sports betting, iGaming, gambling, casino, social casino, DFS, or closely related categories) with a clear understanding of:
Player behavior and motivations
Bonus/offer mechanics
VIP dynamics and lifetime value
Regulatory and responsible gaming constraints in communication
Hands-on experience with modern CRM platforms (Optimove) plus data tooling :
CDP + data warehouse + reverse ETL
Event-driven segmentation
Real-time and batch campaigns
Proven track record driving retention and LTV through:
Sophisticated segmentation
Triggered journeys
Structured experimentation
Strong analytical chops : Cohort analysis, incrementality, and experiment design Ability to partner with Data/DS and work from SQL / BI dashboards.
Ability to operate at two altitudes : Set vision and roadmap Go hands-on to ship campaigns, troubleshoot data flows, and iterate quickly.
Excellent communication and storytelling skills, especially with non-CRM stakeholders and execs.
Genuine passion for sports and sports betting culture ; you “get” how bettors think, talk, and engage.

Nice To Haves

Experience launching or scaling CRM programs in multi-state or multi-jurisdiction environments.
Prior ownership of VIP, loyalty, or rewards programs within gaming or real-money-like products.
Experience leading small, senior-heavy CRM teams and influencing broader orgs (Product, Creative, Ops).

Responsibilities

Strategy & Ownership Own the CRM & retention strategy across the full player lifecycle: acquisition handoff, onboarding, activation, engagement, VIP development, reactivation, and win-back.
Define north star and operational metrics for lifecycle (D1/D7/D30 retention, WAU/MAU, session and pick frequency, ARPU, churn, reactivation rates, LTV).
Build a clear program roadmap balancing always-on journeys, sport-seasonality (NFL, NBA, MLB, etc.) and big tentpole / marquee events.
Lifecycle Programs & Campaigns Design, launch, and optimize lifecycle flows including: New user onboarding & education (how Fliff works, dual currency, rewards, risk & responsible play messaging).
Activation drives to get first deposit-equivalent / first pick / first parlay / first streak.
Daily/weekly engagement programs (missions, streaks, challenges, leaderboards, promotions).
VIP & loyalty programs: tiers, benefits, bonus structures, and personal concierge-style communications.
Churn prevention and win-back for lapsed and at-risk players, with clear incrementality and control groups.
Build sports-calendar-driven CRM (game days, playoffs, tournaments, tentpole events) that feels native to how real bettors/fans watch and sweat games.
Develop triggered and behavioral messaging based on actions like first pick, bet size milestones, big win/loss, risk patterns, and abandoned betslip/pickbuilder moments (where applicable).
Advanced Data, Segmentation & Tooling Own the segmentation strategy : Value tiers (VIP, high-value, mid, casual) Product preferences (sport, market type, pick formats) Lifecycle stage & cohort Risk indicators and bonus sensitivity
Partner with Data Analytics to: Build and activate predictive models (churn risk, value propensity, reactivation likelihood, bonus abusers, etc.).
Translate them into live segments and CRM treatments .
Use modern tools to operationalize segmentation and personalization, such as: Custom Data Platforms Data warehouse Analytics platforms (e.g.,Mixpanel)
Establish a rigorous testing culture (A/B, multivariate, incrementality testing, holdouts) across offers, creative, cadence, and channels, and publish clear learnings.
Channel & Technology Management Own day-to-day execution in our CRM platform (e.g., Optimove): Journey and canvas design Trigger and event setup Templates, personalization, and dynamic content Real-time messaging (game starts, live sweat, results)
Drive channel best practices for a real-money gaming context: Deliverability & list hygiene Frequency caps and fatigue management Preference centers and responsible communication
Ensure best-in-class creative in partnership with design/content: Strong hooks and urgency Clear offer / promo explanations Compliance-friendly copy that still feels fun and native to sports bettors.
Real-Money Gaming Context, Compliance & Risk Work with Legal, Compliance, and Operations to: Ensure all lifecycle communications align with real-money gaming / sweepstakes regulations , age gating, state-level nuances, and responsible gaming guidelines.
Help define VIP and high-value treatment strategies that balance LTV growth with responsible play.
Cross-Functional Leadership Partner with: Acquisition / Growth to ensure downstream retention performance is built into acquisition strategies and creative.
Product & UX to align in-app surfaces (modals, inboxes, banners) with CRM journeys.
Data on dashboards, cohorting, and experiment readouts.
Build and lead a small but highly capable CRM & retention team (managers, ops specialists, analysts) as the function scales.